Taking into account the differences across cultures without passing judgment or assigning value • Cultural Scripts • Modes of behavior and understanding that are not universal or natural • Subculture • A culture of a particular group in society that stands apart from the larger society • Norms • Behavior dictated by cultural values (abstract moral beliefs)
Cultural Communication • Socialization • The process by which individuals internalize the values, belief, and norms of a given society and learn to function as members of that society • Hegemony • A condition by which a dominant group uses its power to elicit the voluntary “consent” of the masses • Media • Formats, platforms or vehicles that carry, present or communicate information • Mass media – basically synonymous with media nowadays
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- Spring '08